What if small agencies with amazing talent combined forces under one umbrella? Might that improve creative output at scale?
According to The Wall Street Journal, Plan A, a new advertising-holding company based in New York City will bring together a wide range of creative boutiques.
MT Carney, the founder of ad firm Untitled Worldwide, and Andrew Essex, the former CEO of Tribeca Film Festival and Droga5, are forming the firm.
Agencies who join Plan A will swap their equity for equity in the new parent company.
The Plan A promise: Help the smaller firms grow by sharing clients and resources. When and if the holding company sells, each company would share in the sale proceeds.
The firm said it will bring about six more agencies into its fold over the next two years. It has not ruled out buying agencies.
